• Buying process: Start by outlining what you know about your customer’s buying process. How do they move from awareness to interest to eventual purchase? It can either be online or how they make their way to your store.
• Actions: Customer actions focus on the specific actions your customers take. This can include actions like reading a blog, downloading an ebook, or learning more about your products.
• Touchpoints: Different from user actions, touchpoints are company focused. What does your company do to engage with your customers? These may include posting an ad on social media, distributing an email newsletter or hosting an event.
• Emotions: For every action your customer takes, they’ll have a specific thought or feeling tied to that decision. Knowing these emotions provides the “why” for customer behavior. 
• Pain points drive a customer to purchase your product. They either have a problem to solve or want to fill a need in their life. Customers looking to fix their pain points will have certain expectations for what they’re seeking. This is how they narrow down their product search.

When you analyze customer actions, make sure you’re taking all six elements into account. Make adjustments to help each customer connect with you easier.

*Remember, it’s always about them.